KOTRA Appoints Actress Lee Sung-kyung as Ambassador for Tokyo Hallyu Expo Promotion

Held on the 12th-13th of next month
Over 150 Korean companies participating

The Korea Trade-Investment Promotion Agency (KOTRA) announced on the 12th that actress Lee Sung-kyung has been appointed as the ambassador for the '2024 Tokyo Hallyu Expo.'

Actor Lee Sung-kyung. Photo by CJ Entertainment

The Hallyu Expo is an event that promotes Korean small and medium-sized enterprises' brands, consumer goods, and services by leveraging the Korean Wave. It is held in cooperation with government ministries and related organizations, including the Ministry of Trade, Industry and Energy, the Ministry of SMEs and Startups, the Ministry of Agriculture, Food and Rural Affairs, and the Ministry of Culture, Sports and Tourism.

This year's Tokyo Hallyu Expo will take place on July 12-13 at the Grand Nikko Daiba Hotel in Tokyo and the Saitama Super Arena in Japan. About 150 Korean companies will participate in the expo and conduct export consultations with over 350 Japanese buyers.

At the venue, side events such as a B2C promotion fair between distribution network collaboration companies and consumers, a K-beauty makeup show, and a K-food cooking show will also be held. In particular, this year's expo is expected to attract significant public interest as it will be held in conjunction with a concert featuring a total of 14 teams of singers from both countries. The expo ambassador will promote the event through a special interview starting on July 12, when the B2C event begins, as well as fan signings and social contribution activities.

Appointed as the ambassador, Lee said, "I will work hard to promote friendly exchanges between the two countries and to effectively showcase the charm of Korean products."

This content was produced with the assistance of AI translation services.